World Congress Leadership Summit on Shared Decision Making

September 23, 2011

Panel Session:

Moderator:

Sherri Dorfman, MBA, Chief Executive Officer, Stepping Stone Partners

Panelists:

• Mark L. Robitaille, MBA, Head of Care Management Support & Engagement, Aetna
• Changrong Ji, Senior Solutions Architect, CareFirst BCBS (Mobile strategy)
• Zev Lavon, PHD, Director Solution Architecture, CareFirst BCBS (Web strategy)
• James J. Mis, MBA, Communications Manager, Health Care Services, Independent Health

At the recent World Congress mHealth Summit, I led a panel called “Personalizing the Mobile Experience to Drive Consumer Engagement”.

Why is mobile so important and why does it need to be incorporated into all consumer health & wellness engagement strategies?

Pew Research’s May report found that “83% of US adults have a cell phone, and 42% of them own a smart phone”.  As mobile phone ownership grows so does the consumers’ expectations about using this device to plan, manage and monitor their personal lives. Consumer- driven companies across financial services, retail, media and entertainment are designing creative ways to engage the consumer through a valuable mobile experience.

Within healthcare, mobile is a cost effective and efficient way to not only generate but also sustain consumer engagement.

Here are several strategic considerations that I presented while introducing the panel topic.

1. Segmentation & Customization. Once a company moves beyond enabling mobile access for all target users, they must think carefully about the varying needs and mobile usage profiles of their different consumer segments. Consider consumer segments which have high mobile technology usage.

Pew Research found that over 87% of minorities such as African Americans and Hispanics have mobile phones and they are more likely than whites to send/receive text messages, use the internet on their mobile phones and have smart phones. What about a mobile texting program educating them about their health condition or motivating them to engage in preventative care?

Frequent business travelers stay connected to their company, customers and family through their mobile phones and tablets. A recent Columbia University study showed the association of business travel and cardiovascular disease. According to the study, this may be caused by their poor diet, lack of exercise and sleep as well as stress. Imagine how mobile can be used to help these travelers manage their health issues and make better decisions while on the road.

Over 75% of teens have a mobile phone and more than half are texting every day based on Pew research. Can you send mobile messages to teens to educate them about staying fit or informing them about ways to manage their diabetes? There is also opportunity on the mobile apps front.  I recently participated on a project envisioning mobile solutions to support the mental health of (college) students to avoid depression.

How is Highmark approaching segmentation? Highmark utilizes Forrester’s Technograph Segmentation to prioritize their mobile initiatives. Panelist Lisa Fitting, Director Client Engagement mentioned that when Highmark conducted segmentation research across their member base, two key segments emerged-- “Connectors who use their mobile phone for work and are productivity- oriented” and “Communicators who regularly use SMS” and often use other digital communications. Highmark is using this insight to define mobile initiatives based on these preferences. They also plan to come out with mobile applications targeting specific needs such as “fitness, weight management, diabetes, medication”.

2. Multi-Channel Experience. As consumers move about their daily life, they move from channel to channel. Teens put down their mobile phones when they pull out their laptop computers. When they are through interacting via their computer, it is important that their next mobile interaction reflect their latest online activities.

Humana conducts user experience research to better understand how different types of users interact with their Humana Fit application through their mobile phones and computers. Panelist Tony Tomazic, Director of Consumer Innovation at Humana explains “we understand the strengths of mobile. Through research, we have learned how consumers want to use their mobile phone for tracking and communications regarding personal health and fitness (e.g. saving episodes of activity, receiving reminders and alerts), whereas consumers prefer to use their computers to manage more complex and visual planning of their goals and gather information from their other external devices.”

3. Personalization in Context. While carrying their mobile devices, consumers can use them to receive reminders, review educational messages, track information (e.g. mood, pain levels, fitness and nutrition) as well as search for information to make decisions while on the go.

"Healthline brings both personalization and contextualization to the consumer", explains panelist Ryan Tarzy, VP Business Development. “Aetna members view search results that are both contextual to the issue they are researching (e.g. diabetes), but also personalized based upon their personal health record, location, and covered benefits”.

As you develop your mobile health and wellness strategy, think about the needs of your various consumer segments and their mobile technology profiles. Consider their multi-channel experience of which mobile is only a part. And determine how you can design a mobile strategy which brings new value to the consumer through personalization within the context of their current health, plan coverage and location.

Have you read the Seven Mobile Health Engagers?

RedBrick Health Employees Participating in the Biggest Loser Minnesota ChallengeDuring the Healthcare Unbound conference in San Diego last week, I started our “New Directions in Employee Engagement” panel with an overview of innovative approaches that are emerging.

1. Employee Driven. Companies are moving beyond surveys and focus groups, which gather a snap shot of insight, to co-creating with their employees in a private online community.  Within their intranet, these employers are enabling their employees to surface new ideas, define new products and programs suggested by co-workers and prioritize where they want their employer to invest their limited health and wellness resources. During the conference panel, Lisa McGill, VP, Worldwide Human Resources from Brocade, discussed their online BHive community where their WellFit Employee Advisory Council innovates on wellness offerings.  

2. One Integrated Program on One Platform. Employees struggle every day to keep their job, family and personal life on track. Instead of promoting many separate ways for their employees to pay attention to their health, companies are bringing all their initiatives into a single and integrated program. Employers are tying their health risk assessments, screenings, social challenges and coaching in with their reward program to incentivize their employees. At the same time, they are simplifying the process with an integrated technology platform. With this holistic approach, employers are able to monitor the elements of the program that are driving healthy change while experimenting with new elements such as mobile applications to generate engagement.

3. Customized Approach.  “My employees work in a call center and do not have time to attend our onsite wellness sessions but would be interested in watching a webinar for example around stress management”, explains a large technology employer.  The key to engaging employees is to understand their lifestyle profile and customize a program that fits into their day and aligns with their technology comfort. Think about how different the Health & Wellness Program may be for a technology firm than a manufacturing company. One size does not fit all.

4. Personalized Experience.  Some of the biggest mistakes that employers are making is distributing all of their content to all of their employees or assuming that one area (e.g. walking programs) appeals to all of their employees. More innovative employers are enabling each employee to determine how they want to participate based on their interests and needs. These employers are also letting their employees set their content and communication preferences which guide their multi-channel experience.

5. Influencer Enabling. With the emergence of social health related challenges within a company and the associated online social network to connect teammates, employers are noticing that certain employees are having a positive impact on the health behaviors of others.  Employers are starting to arm these influencers with online tools and resources. Some companies are calling them “Wellness Ambassadors” or “Wellness Champions”.  Employers that have many different offices with limited budget are leveraging these influencer representatives to generate engagement throughout their company footprint.

6. Social Currency.  Employers are letting their employees create social currency by providing a space on the intranet to share.  Employees are uploading pictures, videos and writing stories such as how Susan lost 50+ pounds or when Joe participated in his first triathlon. Why is this social currency valuable to employees?  It is inspirational, insightful and meaningful since these contributions are from fellow employees with whom they have a common bond. This social sharing is particularly powerful when an employee turns their experience into a mini- challenge to other employees. Bryce Williams, Director of Wellvolution, Blue Shield California mentioned that throughout their 6- week employee social competition, there were “over 1,000 viral wellness challenges”.

7. Family Engagement. “We are trying different approaches to get the spouses to participate in our health programs,” explains a large financial services employer. Employers are extending rewards to the spouses to motivate their participation. This is particularly important since employees make many health and wellness decisions on a daily basis with their spouses and we all know that negative behaviors can be costly.  How are employers engaging with families in a positive way? During the panel, Pat Sukhum, Co-founder and Marketing Director at RedBrick Health described their Biggest Loser Challenge which this year was extended to the community and to employee’s families. “One of the largest divisions in Challenge included over 3,400 participants who signed-up as teams of families to compete and improve their health together,” Sukhum noted.

Each of these new directions in employee engagement requires a technology solution to power the capabilities described.  Given that each employer and set of employees is different, it is important to determine what is needed and how to tune the solution to deliver the communication, collaboration and challenges to engage employees and their families.  

“My participation in online communities (within BHive) provides me with a platform to engage & converse with my peers and build camaraderie based on shared interests. Through ‘Tastebuds’, our online community for foodies within Brocade, I have engaged like-minded individuals to discuss recipes, exchange restaurant reviews and promote healthy eating, resulting in a sense of belonging centered around a common interest.”

BHive is a private online employee social community. BHive is leveraged to help promote many wellness initiatives which helped make Brocade one of the top 100 companies to work for, making Fortune’s 2011 & 2010 list.

Within BHive, employees friend and follow each other as well as earn points for posting and answering questions and contributing to discussions. The most popular topics that Brocadians are discussing online are WellFit (includes ViveCoach challenges, Sports Groups), WIN (Women in Networking), BInvolved (volunteerism & community involvement) and San Jose Campus (employees posting photos from various work events like the annual Chili Cookoff). Brocade uses BHive to gather information from employees through polls and discussions and generate engagement in offline company and community events. During May, employees worldwide participated in “Bike to Work” and posted their photos online. 

With the ViveCoach platform, Brocade engages employees through their mobile phones. During social challenges, employees receive mobile messages about additional challenge points needed by their team, team work-out reminders, healthy nutrition or fitness tips, reminders (“drink lots of water” or “take the stairs”), team banter and leader board status.  Brocade had a team of remote employees join a recent challenge and they are planning a competition that includes spouses and family members. “We believe that it is important to include employee’s family members so these lifestyle changes become more sustainable”, explains Lisa McGill, VP, Worldwide Human Resources at Brocade.

What is the secret for being on the leading edge of employee engagement?  In June 2010, Brocade launched their WellFit Council with 15 representatives from all departments and geographies. These employee advisory Council members are divided into four work teams (Health & Wellness, Fitness, Education & Communities) and meet once per month to provide input and guidance on wellness related events, education, communication channels/content and metrics to motivate and measure engagement at Brocade. Each employee member leverages their own employee network to bring additional ideas and feedback to the Council meetings and into the dedicated online WellFit Council discussion area within BHive. “Being part of the Council has been a great experience and for me it has really affected how I manage my health, wellbeing and work-life balance.  Some of the ideas are even rubbing off on my husband”, shares one WellFit Council member.

Learn more about Brocade’s successful initiatives to drive employee engagement at the Healthcare Unbound conference panel, "New Directions in Employee Engagement: Competition, Coaching, Community and Compensation".

Our Panel at the 8th Annual Healthcare Unbound Conference 2011

According to a recent Towers Watson survey, fewer employees have taken "action to improve their health” in 2010 than in 2008 (59% compared to 65%) which is a surprise given the rise in chronic conditions. Further findings are that “27% would not participate in wellness efforts without incentives”.

What are employers and health plans doing to successfully motivate consumers to participate in their wellness initiatives?

During this panel on employee engagement, you will learn:

·   How virtual coaches are getting personal and gaining results

·   Ways social graphs are being used to map and leverage influencers

·   How reward strategies and behavioral economics are being utilized to produce behavior change

Moderator: Sherri Dorfman, MBA, CEO & Consumer eHealth Specialist, Stepping Stone Partners

Panelists:

• Bryce Williams, Director, Wellvolution, Blue Shield of California
• Pat Sukhum, Co-Founder & Director of Marketing, RedBrick Health
• Lisa McGill, VP, Worldwide Human Resources, Brocade Communications Systems (Self Insured Employer)